“Neither mobile-friendliness nor a mobile-responsive layout are requirements for mobile-first indexing. Pages without mobile versions still work on mobile, and are usable for indexing. That said, it’s about time to move from desktop-only and embrace mobile :)”
Here are some basics for making your site mobile-friendly:
Make your site adaptive to any device; be it desktop, mobile or tablet.
Always scale your images when using a responsive design, especially for mobile users.
Use short meta titles. They are easier to read on mobile devices.
Avoid pop-ups that cover your content and prevent visitors from getting a glimpse of what your content is all about.
Less can be more on mobile. In a mobile-first world, long-form content doesn’t necessarily equate to more traffic and better rankings.
Don’t use mobile as an excuse for cloaking. Users and spiders need to see the same content.
2. Technical SEO
Some find the idea of performing technical SEO to be intimidating.
Thanks to the many SEO tools available, an SEO audit is no longer a daunting task.
The key, however, is to know how to interpret the data provided and what to do with it.
For starters, you should check the following:
3. Website Speed
Page speed has a direct impact on both traffic and conversions.
According to Google, “the average time it takes to fully load a mobile landing page is 22 seconds… yet 53 percent of mobile site visitors leave a page that takes longer than three seconds to load.”
Slow page speed creates a poor user experience, which is why Google takes page speed into consideration as a ranking factor.
Best practices for optimizing page speed include:
Minimize HTTP requests for the different parts of the page, like scripts, images, and CSS.
Reduce file size by compressing them and combine common files to reduce requests.
Reduce DNS lookup time.
Improve server response time.
Use an appropriate hosting solution.
Leverage browser caching.
Minimize image sizes.
Use a CDN.
Keep plugins to a minimum.
Keep redirects to a minimum.
4. User Intent
Writing “great content,” optimizing it, and getting trusted links is now just the start for ranking a keyword.
As machine learning and artificial intelligence continue to evolve, each will carry more weight in Google’s core algorithm.
The ultimate goal for Google is to understand context and serve results based on searcher intent.
This makes advanced level keyword research and selection more important than ever.
For starters, you need to recognize there are some keywords and queries that will be impossible to rank for.
A keyword’s contextual relevance must align with a search query.
Before spending time and resources trying to rank for a phrase, you need to look at the current ranking websites and phrases.
Unless your website and landing page are similar to what is ranking, chances are it won’t happen.
Take the query [albany new york personal injury lawyer] for example:
At one time, this query resulted in a series of independent lawyers and law firms appearing at the top of the search results.
Google is now giving preference to law directories:
In this instance, because there is still a chance to rank in Google maps, it’s still worth pursuing this phrase. If not for that opportunity it would be a waste of time.
Google appears to have concluded that searcher intent is to find a series of lawyers or firms – not just one.
5. Content Marketing
It is projected that by 2020, 44 zettabytes of data will be produced every day.
To put this in perspective, that’s the equivalent of 8.48 trillion songs or 1,440 years of HD video every day.
The challenge to break through the clutter will become exponentially more difficult as time passes.